Rollercoaster Television Launches as Independent Company After ITV Studios Ends Investment in ‘What’s In The Box?’
Rollercoaster Television Transitions to Standalone Indie, Partners with ITV Studios
Rollercoaster Television is officially becoming a standalone independent entity as ITV Studios concludes its five-year investment in the company. The UK-based production house, known for the Netflix show What’s in the Box?, is rebranding as Rollercoaster Studios and has secured a production and distribution agreement with ITV Studios to facilitate this transition.
Founded in the summer of 2021 by former Remarkable executives James Fox and Dom Waugh, Rollercoaster was initially entirely owned by ITV. Since its inception, the company has produced What’s in the Box?, a competition series featuring trivia battles where contestants race to identify the contents of various boxes. Additionally, Rollercoaster has completed two seasons of ITV’s reboot of You Bet!, hosted by Stephen Mulhern and Holly Willoughby.
Looking ahead, Rollercoaster Studios plans to maintain a focus on “large-scale entertainment,” while also expanding into talent-led podcasts, vodcasts, and digital-first content.
Both Fox and Waugh will continue in their roles alongside production chief Sarah Boyce. In a joint statement, they expressed pride in their achievements with ITV Studios and highlighted their ambition to capitalize on global opportunities in formats and storytelling, particularly for multiplatform audiences.
Tim Carter, head of unscripted content at ITV Studios, lauded Fox and Waugh as “dynamic entertainment producers with a proven track record of developing and overseeing numerous successful hit shows.”
Historically, ITV Studios has infrequently concluded investments in independent labels. Notably, in 2024, Israeli indie Armoza Formats exited ITV Studios after founder Avi Armoza reacquired his company.
